CONSUMERS’ PERCEIVED VALUE AND BRAND IMAGE TOWARDS LUXURY VEHICLE BRAND STRETCHING
By
Teerapong Tammasuwan
January 2013
The work contained within this document has been submitted by the student in partial fulfilment of the requirement of their course and award
Table of Contents
List of Figures List of Tables Acknowledgements Abstract Chapter 1: Introduction 1.1 Overview 1.2 Luxury Vehicle Market Overview 1.3 The...

Luxury Vehicles Market - Global
Industry Analysis and Forecast
to 2020
Luxury Vehicles Market - Global Industry
Luxury vehicle is a term used for the vehicles that provide luxury
(pleasant or desirable features beyond necessity) at premium price. It
can also be referred as the vehicle with features such as, higher
quality equipment, better performance, more precise construction,
comfort, higher design and technologically innovative with features
that convey an image, brand, status...

It is universal truth that luxury brand industry is still booming even during financial crisis because today's people have the right mind-set that luxury products are purposeful and well thought out. In other words, they want to show off their wealth and personal status.
Main Forces The Macroenvironment Facing The Luxury Brand Industry
Analysing the macroenvironment facing the luxury brand industry, there are demographic forces, economic forces, cultural forces and technological forces....

LUXURY BRANDS AND STANDARD
POPULATION
Introduction.
First Part: The industry of the luxury.
1 - History of the luxury
2 - General characteristics of the luxury.
3 - Principal actors of the luxury.
Second Part : luxury brands and general public.
1 - Identity of brand
2 - Communication of the luxury brands.
 Targets
 Positioning
 Strategy of the means
3 - Luxury and general public
Conclusion
Bibliography
Webography
Appendices
Introduction
One can describe as luxury all...

Textile, fashion and luxuary products
In 2010, Romanians spent 450 million euros on luxury products and services. Industry players have no reason to complain. This year they managed to release 50 million from the pockets of more wealthy Romans. No wonder that 2012 will start with the entry of four new brands on the market. Luxury products and services generated in 2010 a market of 500 million euros, not to mention hotel and perfumery segment. The highest percentage in the industry, 50-60%,...

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Luxury Brand is a brand name good that is sold on the open market. Most luxury brands are extremely expensive and the consumer most pays for name recognition and not product quality
The modern understanding of a brand is consumer and identity oriented. Accordingly, brands are regarded as images in the minds of consumers and other target groups (Esch 2010, p. 22), which are designed by companies to identify their products (Kotler et al. 2009, p. 425).
Luxury brands are highly associated...

• Cognizant 20-20 Insights
Luxury Retail’s Evolving Landscape
Executive Summary
The luxury goods market may appear to many as a recession-resistant industry that generates over $1 trillion in revenue, but a closer look at the figures suggests otherwise. Luxury retailers, which were growing 9% annually a year before the recession, saw sales drop on average by more than 13 percentage points from 2007 to 2009. Meanwhile, luxury manufacturers saw their revenues decline by an average of 21...

Raygain Technologies Pvt. Ltd.
Indian Luxury Car Market – An Insight
The recent growth in the luxury car market in India is much more than mere market dynamics in a particular car segment. It is a reflection of the changing lifestyle of the affluent class in the country. In India, the luxury car segment (Average Price 25-30 Lakh) has been growing at an average rate of 20% or above during recent years; it seems to be least affected by the global financial crisis. During worst recession period...

The paper “Luxury brand marketing —the experience is everything!” by Glyn Atwal and Alistair Williams talks about
A NEW LUXURY PARADIGM
It is generally acknowledged that western consumption of luxury in the 1980s and 1990s was motivated primarily by status-seeking and appearance. This means that social status associated with a brand is an important factor in conspicuous consumption. The baby boom generation luxury consumer has a passion for self-indulgence while maintaining an...

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SYNOPSIS OF
PREFERENCES OF YOUNG
PEOPLE TOWARDS
LUXURY BRANDS
PREFERENCES OF YOUNG PEOPLE TOWARDS LUXURY BRANDS
Intoduction:-
“Luxury is a necessity that begins where necessity ends.”
Whenever you switch on the television, or flip through the pages of magazines, you are bombarded with celebrity news and reality shows that touch your inner needs to feel beautiful, important and recognized. Those gorgeous people in advertisements tell you that...

Luxury Marketing
Luxury Marketing is the art of pampering customer’s senses and ego – overtly, so the world notices. Price is no real objective, as for many the greatest luxury is showing the world prices don’t matter to them. The Theory of Giffen Goods can also be applied to the luxury segment because of their exclusivity. Luxury fundamentally revolves around experiences and service. Luxury marketing is becoming particularly important in emerging economies like India, where the new rich want...

PROJECT CASE 1
Luxury Retaling:
INTRODUCTION & SCENARIO: The Indian economy has evoked a lot of interest globally given its statistics of some of the highest disposable incomes and increase in the number of millionaires. We are not new to luxury. Indian princes had a penchant for luxury goods from the west.
The last couple of years have seen a profusion of luxury brands into the Indian market. With one of the highest levels of disposable incomes, the well-traveled Indian luxury consumer is...

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LUXURY MARKET OVERVIEW
Luxury goods have more than the ordinary and necessary characteristics compared to other products of their category. Their characteristics can be divided into 6 parts Symbolism, Price, Extraordinariness, Rarity, Aesthetics and Quality.
The global market size for the industry has been at a growth rate of 9% per annum. This trend has been seen in the market since 1995 till 2000. The luxury market took a hit from 2000 to 2004 when incidents like the September 11 and...

Luxury goods & Jewellery in India.
ABSTRACT
The Luxury goods industry is a very wide industry comprising of products from watches, jewellery, perfumes, expensive wines to yachts, expensive pens, and clothes. Goods for which demand increases more proportionally as compared to income, are known as ‘Luxury goods’, in contrast to a "necessity goods", for which demand increases less proportionally to income.
Some luxurious goods are bought due to the tag implied of a status symbol, such goods...

European Luxury Sector
-
Investment
Strategy and value creation of the European Luxury Firms
Kim-Yann BREDOUX
Arthur DAVID
François THOMAS N.CROFT
Summary
Executive summary
Introduction
In a first time, it matters to define the concept of luxury, which isn’t a clear concept. It seems that luxury is something that people feel differently. There is no official definition of luxury according to the fact one or another perceives it differently, in terms of...

VERTU presentation for “Branding for Luxury Products” course.
HISTORY
The VERTU originally started in 1998 in Great Britain, now wholly owned subsidiary of Finnish company Nokia. The same year founder and Chief Designer, Italian Frank Nouvo began putting his ideas for Vertu on paper and the board of Nokia gave the project a green light.
Frank Nuovo was a design strategist at Nokia from 1995 to 2006, when he left to become...

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Luxury goods in China
Beyond bling
Life is getting harder for purveyors of luxury in China, but the growth prospects are still fabulous
Jun 8th 2013 | SHANGHAI |From the print edition
“IT WAS an amazing golden age,” reflects Guillaume Brochard of Qeelin, a Chinese jeweller. From 2007 to 2011 many luxury-goods firms enjoyed double-digit annual growth in China, which became their most important market. The first blows came last year, with an economic slowdown and jitters about the political...

Content
Executive Summary
The recent growth in the luxury car market in India is much more than mere market dynamics in a particular car segment. It is a reflection of the changing lifestyle of the affluent class in the country.
Luxury car majors in India - Mercedes-Benz, BMW and Audi put together have around 85% market share. The German car brand Mercedes-Benz had first-mover advantage as it had started operations in India in 1995 and there was no direct competition in this category. So, it...

Luxury goods in India is still at a nascent stage of development. High net worth individuals such as businessmen, senior government officials, celebrities and top management in corporations are key potential customers for luxury goods. As consumers’ awareness about global luxury brands increases, they use such products to differentiate themselves from others. The high net worth individuals frequently buy luxury goods for personal as well as gifting requirements and global luxury brand...

Luxury industry in France
Luxury is artificial definition and cannot be easily transferred into real life. It is a notion of anything that is useless and superfluous in real life. However, it can be often associated with beauty (art, entertainment, design, décor or trend) and remains one of the driving forces behind society’s spending. It is true that luxury speaks and renown’s itself by big spending and indeed, outlandish expenditure is often associated with it.
The world luxury...

The Internet use by the Luxury industry An interactive tool for a very demanding sector
Supervisor: Margareta Paulsson
Authors: Charlotte LARBANET Benjamin LIGIER
Master Thesis Umeå School of Business Spring Semester 2009
1
Acknowledgements
Assistance from many people contributed to the accomplishment of our master thesis. Therefore we wish to express our thanks to Umea School of Business and Economics for contributing toward the success of our year abroad in Sweden. Also, we...

Gucci‘s overall strategy was to vertically integrate to strengthen its overall brand image. After vertically integrating they acquired other luxury retailers to continue to grow horizontally and to increase economies of scope.
The economics of the luxury goods industry changed forcing Gucci to modify its strategy. Consumers demand shifted from classic style buyers to style conscious buyers. Gucci not only had to change due to the economics of the industry but they also had several problems with...

Chapter2
The Indian Luxury Consumer: Rapidly maturing and looking for more
Any study of the luxury market needs to conclusively address core questions around the luxury customer - Who, What and Where. To fully understand answers to these questions, we interviewed existing and prospective customers across various locations, income and age groups. We also interviewed industry leaders across all luxury categories on the Indian consumer and the changes that they have observed over the last few...

The Development Strategy of Luxury Fashion Brand in China
1. Introduction
“As long as there is a society, there will always be fashion”. It was not surprised a fashion brands, especially a luxury fashion brands became a national treasure which effect the issues in business, political and social area in European countries. Since the Hermas established in 1837, a special development strategy model has formed and matured in European luxury group.
Daniele de winter, the CEO of Daniele de...

LUXURY BRAND MARKETING
What is LUXURY?
While the word ‘luxury’ is used in daily lives to refer to certain lifestyle, the underlying construct’s definition is consumer and situation specific. If you earn less than 15000 a month, a pair of reebok shoes would be a really big luxury item for you. On the other hand, if you are going to a party with some big-wigs a $100,000 car may not be a luxury. The word luxury originates from the Latin term “luxus” signifying, “soft or extravagant living,...

Luxury stores audit
Gucci and Celine stores, Russian experience
Monaco 2012
INTRODUCTION
Monaco is a small country, but well known all over the world. All over the world it is known as a place of luxury. Every year a lot of tourists visit Monaco to have a good vacation visiting casinos, luxury restaurants and off course to do a shopping in a most known, luxury brands. In Monaco you can find a lot of different luxury boutiques for every taste; you can find everything from luxury cars to a...

Impact of the Recession on the Luxury Goods Market
According to our most recent survey, the global recession is having an adverse impact on the sale of luxury goods in Japan, the largest luxury goods market in the world. This study highlights the impact and steps luxury brands are taking to combat this trend Fall 2008
Impact of the Recession on the Luxury Goods Market
Executive Summary
Impact of Global Recession
 The luxury goods market in Japan
has traditionally been impervious to...

Luxury Cars
The automobile has been one of the most revolutionary inventions in the past few
centuries. The invention of the automobile has completely reshaped our way of life. We are now
able to go farther distances in shorter periods of time than ever before. Yet with every great
invention is the product that is a step above the rest. What I am talking about is luxury cars.
Luxury cars have been around since about the same day as any other automobile. What makes
them a...

3.2.1 Brand Equity
Earning the royal seal of approval and outfitting the Royal Army placed Burberry on the map as “the original British luxury brand” but somewhere along the line, it became the raincoat brand known more for outfitting stuffy elder statesmen than the cloth of choice for the glamorous rich and famous. Burberry revamped its brand image, hiring new designers who took the signature plaid from raincoats to bikinis. Recent ads featuring British fashion icons like Kate Moss and Stella...

Demand Elasticity of Luxury Automobiles
In the luxury automobile market, there are many vehicles that boast high quality workmanship, luxurious appointments and powerful drivetrains. For this research paper, the midsize luxury sedan segment was chosen because most of the vehicles from the brands in this segment have similar features, power, and most importantly, price tags. The flagship models of the brands were not chosen since the features and amenities are very different from car to car to...

Are Luxuries a Modern Day Sin?
Luxury, the word itself gives you a warm feeling of anticipation; it is certainly not a word to make you grimace. If asked to name the ultimate luxury you would find it impossible, because there are so many different answers. You could suggest your personal favorite only to discover that millions of others had not even considered your choice.
When you think about it almost every household appliance you now take for granted was a luxury item at some time....

Alicia Cabrera Larkin
GBE 790 – Doing Business in China
Final Paper
February 2011
“China’s Luxury Market, 30 years in the making:
How Chinese political policy and tradition over the last 30 years created China’s insatiable appetite for luxury goods”
China is positioned to become the world’s largest luxury market in five years and a study by Datamonitor reported China’s luxury goods market was worth $9.4billion by the end of 2009, which accounted for 27.5% of the world’s luxury...

﻿Industry Overview
A luxury car is any car costing greater than $30,000. Companies such as BMW, Mercedes, Lexus, Cadillac, and Lincoln sell high-end vehicles. The luxury car industry accounts for about fifteen percent of the United States car market. Not only do luxury car dealers sell new high-end vehicles, but they also sell used vehicles. Most luxury car dealerships provide excellent customer relations and take pride in their service management and repair services. The luxury car industry can...

1. Do you think Porsche had to go through the product market of cars and SUV? Did she have other options at the time described in the Case? Based on an analysis of advantages and disadvantages What would you recommend the same point in time?
We will use Porter's forces model to consider the attractiveness of the product market entry of vehicles - Luxury SUVs.
Existing competitors - most of the market share the SUV, the Porsche is in particular the United States. In 1998, there is fierce...

MAVERICKS AT WORK
LUXURY BRANDS MARKETING
Executive Summary
Over years, India’s tryst with luxury brands has changed gears. With high disposable incomes and a penchant for all things luxury amongst affluent Indians on the rise, the country is emerging as the next stopover for global luxury brands such as Gucci, Christian Dior and Versace. However, we must realize that Luxury marketing is a whole new ball-game altogether, both from the perspective of the marketer as well as the luxury...

EXECUTIVE SUMMARY
Luxury cars are a very small part of the pie in the total Indian automobile markets. However, they are a potent weapon for an automobile company to have in its arsenal. When effectively deployed by focused positioning, winning strategies aimed at the right target, they have the ability to produce “super-normal” contribution margins and wealth for the company.
Dominated by Mercedes Benz till a major part of the early 2000s, the luxury car market started picking up momentum...

THE CONCEPT OF LUXURY BRANDS
Contents
I – LUXONOMY
1. The Basic Definition of Luxury
2.1. The Necessity-Luxury Continuum
2.2. The Relativity of Luxury
2.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury by Area of Research
3.4. The Philosophical-sociological Understanding of Luxury
3.5. The Micro-economic Understanding of Luxury: Luxury Goods
3.6. The Managerial Understanding of...

BURBERRY FASHION HOUSE
[pic]
EXECUTIVE SUMMARY:
This report is on Burberry fashion house which is a leading fashion house in UK. The project discusses the formulation of strategies for the working of the organization. The formulation includes the company’s mission, vision, the environmental and organizational auditing. The strategic planning is being discussed in detail which consists of the competition, planning systems, strategic planning issues and the techniques. The...

COMPREHENSIVE
CASES
Case 1 Running the Numbers: Does It Pay?
(Download the data sets for this case from www.cengage.
com/marketing/zikmund or request them from your instructor.)
Dr. William Ray, a research consultant, has received a government
grant of $75,000 to fund research examining how aspects of a student’s
college experiences relate to his or her job performance. Senator B. I. G.
Shot is being lobbied by his constituents that employers are discriminating against people who do not...

﻿Lack of quality luxury space, environment and dearth of high street or super premium malls is a prime reason for restricted presence of luxury brands in India, thus there is a dire need for modernized and dedicated luxury retail areas in protected vicinities such as airports, according to a recent ASSOCHAM-KPMG joint study.
"Setting up stores in high streets affects luxury retailers' profitability due to sky-rocketing rental costs, moreover, high streets are very cluttered, crowded and are...

1. What is the decision facing Mercedes?
Mercedes must determine how to market the BlueHybrid and the so-called mild hybrid the ML450 to the United States market, while competing with Toyota and Honda. Mercedes also needs to be concerned with making sure that they keep their existing customers, while transitioning into the green marketplace.
2. What factors are most important in understanding this decision situation?
Consumers are attracted to Mercedes-Benz for the vehicles’ luxury, design,...

1) How does luxury consumption in Japan differ from in other countries ?
I guess the main difference is the fact that Japanese people consume luxury in mass. Or at least, they did. Indeed, Japan is the first and only mass luxury market. This behavior finds its origins in the need of showing their identity and self-worth, and they do it by wearing luxury products. In fact, as there is not much space and lots of traffic jams there, the Japanese can’t build huge houses and own many cars, as we,...

Nicole Dixon
08/25/09
Consumer Behavior Mon 1-5pm
Book Report
Deluxe: How Luxury Lost its Luster
Deluxe: How luxury lost its luster, by Dana Thomas, brings a hard hitting, raw look at the world of luxury and the mass demand of luxury that has occurred. The book was published by the Penguin Group in 2007. Luxury is defined by Thomas as truly special, and was only available to the aristocratic world of wealth and old money in western culture. Luxury signified an experience and...

﻿Luxury consumer behavior in Mainland China: What exists behind the facade of new wealth?
By Pierre Xiao LU
China recently became the world’s second largest market for luxury goods with an annual increase of more than 30% in 2010, even surpassing Japan. Further estimates predict that China will become the largest upscale product and consumer goods market in the world. How does a country with an average GDP per capita of $3,800 USD, and classified behind 105 in the world ranking possess such a...

Get a Report Copy @ http://www.rnrmarketresearch.com/luxury-goods-in-hong-kong-china-market-report.html
Luxury goods experienced a slowdown in current value growth for 2012 against 2011, largely attributed by the unstable economic conditions brought about by the 2011 Euro crisis as well as the slowing down of the Chinese economy. While consumers’ sentiments were still relatively strong, spending continued to tilt towards a more cautious end. Depreciation of Euros also saw more consumers...

Toko Ohmori
26
Luxury shopping in the
digital age
The “right” digital strategy differs for every luxury brand, but the essential elements
are the same: a strong mobile presence, a selective approach to social media, and a
tight focus on carefully chosen metrics.
Linda Dauriz,
Nathalie Remy,
and Nicola Sandri
Among luxury companies, conventional
luxury products online, and at undiscounted
wisdom used to be that participation in
prices. Our latest luxury-industry research,
e-commerce—and,...

Maloree Johnson
Business Strategy
September 22, 2014
Coach Case Study
5. What is Coach’s strategy to compete in the ladies handbag and leather accessories industry? Has the company’s competitive strategy yielded a sustainable competitive advantage? If so, has that advantage translated into superior financial and market performance?
A business strategy refers to the means by which it sets out to achieve its desired objectives and goals. Coach’s competitive strategy deals exclusively with...

| LXFM 730, Marketing of Luxury Goods | Fall 2010 | Prof. Taylor Hastie | Rebecca Elena Glaser | Make it Mine – Customization as the Future of Luxury
1 “The things at Prada today are not well made, the fabrics are not as good, everything was much better in my time” Miuccia Prada
I.Purpose of Research
The changing landscape of the luxury industry challenges brands to find a new approach to reach out to their core costumers. Brands like Louis Vuitton, Gucci or Burberry are...

﻿“ US Targets Buyers of China-Bound Luxury Cars”
—The New York Times
Description of Event
Nowadays, there is a trend that US targets buyers of China-bound luxury cars for the reason of a looking to profit from growing demand in China for cars from the likes of Mercedes, BMW and Range Rover. According to The New York Times, a business man named Michael Downs has done this business for three year old, he buy new cars from dealerships in the US,...

﻿Summary case study
“Elie Saab : Growth of a Global Luxury Brand”
I. Background
Saab, born in Beirut, was nine years old when he developed an interest in dressmaking. By the time he was 18, Saab opened his first atelier with 10 employees. His product line at that time included luxurious evening gowns and wedding dresses. He received extensive media coverage when he featured his first collection at the Casino Du Liban in Beirut. In 1982, Saab opened his first workshop in Beirut and began...

2012 Luxury Goods Worldwide Market
Study
(11th Edition)
Milan, 15th October 2012
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
Executive Summary
WHY
•
The global luxury goods sector has continued to soar to post-crisis heights in 2012, with its
third year of double-digit growth
-
Globally, luxury goods sales are expected to reach an estimated €212...

Minor Project Synopsis
On
“Attitude of Young people of India towards Luxury Brands”
Introduction:
A couple of generations ago, a typical purchase decision for the average Indian would be choosing between, say, clothes and electronic goods whenever they had a little cash to spare. Today, the customers’ dilemma involves making up their mind between Prada and Gucci, Merc and Lamborghini. Marie Antoinette would say, “If they can’t have bread, give them brands instead!”
In a...

On
"Growth and Potential of Luxury International Fashion Brands in India"
Submitted by: Kanan Gupta M.F.M (2011-2013)
0|Page
CERTIFICATE
This is to certify that the project entitled ―Growth and Potential of Luxury International Fashion Brands in India‖ is submitted towards the partial fulfillment of the program ‗Master of Fashion Management‘ by Kanan Gupta. It is an original work done under my guidance and the results are based on the research done by her.
Name of mentor: Mr....

Shanghai Tang: The First Global Chinese Luxury Brand
1. What is a luxury brand and how is it different than a mass market brand? How does one build a luxury brand?
2. What might have accounted for Shanghai Tang’s unsatisfactory early results in building a global luxury brand? What could they or should they have done differently?
3. What strategies did they use to promote the brand? What worked and what didn’t work? How did they expand the brand? Was it a good strategy?
4....

Artjom Jekimtsev
Bovis homes group PLC, a leading UK house builder, had to review its corporate plans as a result of the recession and major cuts in government spending on building projects. Gives the high level of change in economic and political environments, is there any point in corporate planning? Justify your answer with reference to the house building industry and/or other organisations or industries you know that have been affected by such changes. (40 marks)
Post 2007, global...

All industries are characterized by trends and new developments that gradually or speedily produce changes important enough to require a strategic response from participating firms. Industry and competitive conditions change because forces are enticing or pressuring certain industry participants to alter their actions. These driving forces are those that have the biggest influence on the changes underway in the industry's structure and competitive environment. Shifts in industry growth are a...

﻿Success in Luxury Watch Positioning of Breitling Watches
Breitling is a Swiss family business set up in 1884. This company has been providing high-technical watches for professionals in fields where need precise chronographs, especially aviation. Throughout more than 100 years，this company remains its competitive priority in Swiss watch brands. This contributes to its independent development in manufacture, as well as the characters of its instruments, say sturdiness, precision, and...

State of Luxury car Sales and Distribution
Distributing to Generation Y
Team Members: Christopher Haydon
Fabiola Bayona
Hardik Patel
Tiffany Sarmiento
Professor: Aviad Pe’er
Class: Business Policy & Strategy
Date: December 19th, 2011
Luxury vehicle is a marketing term used to describe cars with greater performance, comfort, innovation, and features that convey a brand image. As the industry has grown, it has become much more...

1. Introduction
Luxury can be defined as an indulgence rather than a necessity. It comes with a heavy price and only the up-market population can afford to enjoy it. This does not make the market any smaller or short of demand. The luxury goods market include- fashion, fragrances, watches, automobiles, drinks etc. The size of the market was US$ 175bn and grew at 7.9% in 2000 and faced its first recession in 6 yrs in 2009 where the growth went down to about 3% in 2008, due to the financial...

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Abstract
This thesis going analysis and critique characteristic of the luxury market and especially the clothing sector.
The Author will realize research to understand the changes established by luxury brands during this period of economic crisis Fiscal. The economic crisis currently affecting all sectors, the objectives will be to understand the extent of the result of the luxury market but also the different techniques used to overcome this period....

Abstract
Purpose – This study aims to investigate the effect of perceived values & quality, status seeking, emotional attachment and visual merchandising on young affluent towards the purchase intention of luxury bags
Design/methodology/approach – Hypotheses were tested with a random sampling (students who use luxury bags) of 297 university students using distribution of survey forms. Structural equation modeling was used to test the hypotheses.
Findings – The results revealed that young...

Ad-comm Group “Whitebook”: Cross-marketing Platform for Luxury Brands in Japan
1. What is a Whitebook? What role(s) does it play in the Marketing strategy of Ad-comm’s client companies? Answers 15 lines maximum.
Whitebook is a cross marketing platform, a magazine that is published in Japan every 4 months and which displays nine luxury brands in nine diverse types of product. The magazine is customized for each luxury sponsors. The Whitebook plays an important role in terms of marketing...

-------------------------------------------------
The applicability of the Porter Diamond's framework to the luxury car industry in Germany.
Members of the team I have been working with:
The Porter Diamond’s framework shows the factors affecting a nation’s competitiveness. Firms are more likely to succeed in countries where the diamond is most favorable. This is the case for Germany and its luxury car industry.
FIRMS
DEMAND
RELATED
FACTORS
The car industry contributes for 40% of...

Future graduates of fashion courses will have an important role to play in the drive towards making fashion sustainable.
In the ever-changing world of fashion, can sexiness, luxury, corporate responsibility and sustainability work in harmony?
Introduction
“In the past, fashion was a celebration; at the dawn of the twenty-first century, it has become big bussiness.“(Francois Baudot, 1999, P.321).
The fashion industry stands out from other industries in its universal and media appeal....

The New Breed of Quality and Reliability!
MKT 571 BMW Client Pitch Presentation
1
BMW – Bavarian Motor Works was established in October
1913 engineering Aircraft engines. In the 1920’s, BMW
transitioned to building motorcycle engines. In 1933, BMW
unveiled its first car the 303. Since then BMW has made
major steps in producing and marketing a range of higher end
motorcycles and sports cars. BMW won its first Formula One
race in 1983. Presently, BMW has 11 brands of automobiles
("BMW...

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1. What are the pros and cons to BMW’s selective target marketing? What has the firm done well over the years and where could it improve?
When I see someone riding in a BMW, I know that they must be making good money. The stereotype for people who drive BMW’s is that they are rich, and these are the people that the people over at BMW target. The pros to targeting the higher income population is that they will be targeting people who are more likely to purchase their product. Since BMW...

OVERVIEW
In 2001, BMW came out with its latest innovative marketing strategy titled BMW Films. In partnering with Fallon and Anonymous Productions, who connected with A-list directors, actors, and production value, created a series of five films collectively called “The Hire” that generated 2.5 millions viewers with over 24,000 more unit sales than the 2000. And the question now rise to what should BMW’s next move be.
ANALYSIS
It took the firm about 50 years from its first automobile in...

1. Cadillac introduced it’s new luxury SUV that is called the Escalade, and they had no idea in what direction it would lead to. To their surprise, it becomes a instant classic and the most popular truck on the market. They weren’t set out to target a specific customer base, they just wanted to keep up with the SUV craze. They saw other companies putting out similar vehicles, so they wanted to dip into that market. Once it released, it seemed to become a staple in the hip hop community, sports...

Hyundai Consultant Report
Team Seven
4/26/2011
MGMT 4000: Strategic Management
Michelle Marshall, Isaac Sokol, Tina StCyr,
Kevin Voigtschild, Chris Yonushewski
Decision Issue
Our group conducted an analysis of Hyundai Motor Company to determine whether or not the company should continue to sell their luxury cars under the Hyundai brand, to sell them under a different brand name, or to discontinue certain car lines. After an examination of the US automotive industry and of the...

Marketing Plan of Bentley Motors Limited
1. Executive Summary
2. Company Description
Bentley Motors Limited is a British Manufacturer of automobiles, founded on the 18th of January 1919 by Walter Own Bentley. In the First World War, Bentley was known because of their rotary aero-engines. After the war Bentley designed and produced cars that won the Le Mans race in 1924, 1927, 1928, 1929 and 1930.
Bentley presented Queen Elizabeth II with an official State Limousine to...

Decision Problem
The primary issue faced by Jim McDowell is what to do for his next marketing campaign. He will need to decide what direction BMW will take in order to stay current in the target market and position the brand as the leader in the luxury car industry. A sub issue that Jim is facing is that in order for BMW to stand out compare to the competition, it must be at the forefront of the marketing trend. There is always pressure on innovative marketing campaigns as a bad campaign can...

﻿Case Analysis – PORSCHE CANADA: SELLING WINTER DRIVING
In this case will study the challenges of changing consumer perceptions in a long term, with a limited marketing budget, and how the marketing analysis can provide a best decision.
About the company:
Start the selling cars in 1948 with the “356”
Its most popular car was the 911
2002: introduction of the Cayenee, sport car line
Products in Canada (2008): Boxster and Cayman (entry-level, midengine -$55,000) , 911 (premier model -...

What is niche marketing?
A niche is a focused, targetable part of the market. You are a specialist providing a product or service that focuses on specific client group’s needs, which cannot or are not addressed in such detail by mainstream providers.
However, it is important to understand that there is a difference between your niche and your target market:
Your target market is the specific group of people you work for e.g. women in the City, dog owners, creative female freelancers, ceramic...